Fortune: Madden is no longer the only football video game in town

FORTUNE -- After watching the success that independent developer Imangi Studios has had with its Temple Run franchise, which has been downloaded over 170 million times across mobile devices, executives at NFL Players Inc. (NFLPI), the marketing arm of the NFL Players Association, saw an opportunity for their 1,800 players. What piqued NFLPI's interest was the partnership with Olympic gold medalist sprinter Usain Bolt, who was added to the free-to-play Temple Run 2 as a 99-cent downloadable character, which showed the marketing potential for sports celebrities in games. It also showcased that a small development team – Imangi has a handful of employees -- could break through the tens of thousands of game apps and succeed.